Advice You - Internet and Businesses Online

We're at least a decade into the Internet as a commercial medium. The top sites have been there for a long time, so if you're launching a site now, you have a lot of catching up to do.

Aren't a great site and brilliant products enough?

In a word, no. Consider the nature of the battlefield. Goo

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

gle is king of the Web - more than 70% of searches worldwide are on Google. And, in the B2B sphere, probably more.

Google actually prefers older, established sites - it even largely ignores new sites by 'sandboxing' them for 9 to 12 months. The big hitters have been there for 10 years or more, and they

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

have thousands of mature links, many of them inevitably of good quality. They're the kind of sites that will be entrenched in the top positions on popular searches.

Now do you want to take them on? Do you have the budget, stamina and time? Or will you find a better way?

Only pick a fight you can w

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

in

To pick a fight you can win, you're going to have to operate smart. You're unlikely to want to take on Tesco (Wal-Mart, if you're reading in the US) by setting up a small general store next door, so why would you want to take on the Tescos of the online world in a similar kind of contest?

One o

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

f the areas we find people trying to pick the wrong fights is in financial services. From time to time we get an enquiry from someone who wants to rank on the first page of Google for 'home insurance', 'car insurance', 'pensions' and 'mortgages'.

There's next to no chance (within reasonable budget and

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

patience boundaries) of getting them there because every bank and financial institution has been pouring loads of investment into marketing their sites online.

Many have been on the Web for years, and just as many of them have thousands and thousands of links. And, for regulated financial products, the

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

poor financial services business will have government sites to contend with as well - Google loves government sites because they're the ultimate reference for so many matters.

Where's your niche?

You need to look at what makes you different. Particular product niches or geographical focus, pe

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

rhaps? That's good basic marketing, not Internet marketing or SEO. Look at your products and services.

Let's go back to the mortgage example. Do you specialize in self-employed mortgages? Or do you have particular geographical focuses? 'mortgages in West Sussex' would be a much more realistic target th

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

an simply 'mortgages'.

Your Web site needs to reflect what your business, products and services are really about, not what you'd like to be about, or what you'd like to target. Be realistic. The tough targets can come next year, once you've started making some profit from your site.

Pinpointing you

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

r opponents' undefended side

So how can you find a niche where your competitor is weak? Think about the kinds of things you can do that your competitors don't or can't? If your business is already running, then the chances are, you already have figured out your niche offline. That's your starting p

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

int for marketing online.

Or look towards your business plan. A SWOT (strengths weaknesses opportunities threats) analysis (http://en.wikipedia.org/wiki/SWOT_analysis) can be applied in the online environment just as well as off-line.

But commission some appropriate key phrase analysis, researching bo

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

th traffic levels and link competition, and your opportunities should be laid out in front of you. By this, I mean higher traffic key phrases that are relevant to your business, and that you should be able secure a first-page listing for on Google because the tougher competitors have ignored those piece

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

s of prime turf.

These niches are normally there if you look hard enough and in the right places.

Winning your fight

Once you've identified your niche, you can attack on two fronts - Organic SEO and PPC. For successful Organic SEO, you need to do three things:

Write the copy with a

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

n awareness of your customers' needs and the strengths of your products and services - to be as competitive as possible, your copy should be optimized on your researched key phrases

Build links - one-way, non-paid-for links, so don't go in for link exchanges, and beware of anyone who promises

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

you thousands of links very quickly

Ensure your site is built to enable search engine spiders to read your copy - it's best to use CSS

For PPC you need to:

Run ads on one system only - unless you have a large amount of time to manage the campaigns (or the budget to empl

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

oy an expert to do it for you), choose Google Adwords or Yahoo Search Marketing or Microsoft adCentre. In the unlikely event you are profitably buying all the clicks you can and still have some budget, you should try the same profitable key phrases on another system as well

Start with the key

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

phrases you have researched, then use the system's tools to research even more - and keep on researching as your campaign runs. With PPC, you'll almost certainly find yourself targeting more key phrases than with Organic SEO

Set a budget - and make sure you have set that maximum budget in the

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

system to ensure you don't overspend

Set up Ad Groups and write copy - bear in mind you should try testing headline, content and landing page variations

Monitor, manage and test, test, test - keep a close eye on what's working and what's not; monitor bidding levels and CPCs (costs pe

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

r click)

Work out your break-even point and be ruthless - if you can't make a key phrase profitable after a reasonable time, drop it. It's no use inflicting a hit on yourself through making a loss on PPC

Have patience and you'll win

Sandboxed or not, it'll take some month

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

s before you really start reaping the benefits of your Organic SEO. And although you can get immediate traffic from PPC, it's unlikely that you'll hit the jackpot right away.

Have realistic expectations and make a sustained attack on your competitors' weakest points and you'll have won the online fight

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Advice You - Only Pick A Fight You Can Win - The First Rule Of Successful Web Marketing

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